Let’s talk type. Herb Lubalin. This is typical of Lubalin’s work: a stark, bold layout—with bespoke lettering, combined to create a stunning composition. It’s A 1959 trade-journal ad, promoting the work of the advertising firm Sudley & Hennessey, where Lubalin worked from 1945 to 1964. This week I spent an evening at St. Brides typographic library for a celebration of the life and work of the American Graphic Designer and for the launch of the first comprehensive monograph
Helvetica Trade Advertising. I knew that the font was important. I mean, come on, there is a documentary about it. But I did not know the history behind it. It would be interesting to learn about its use over the years.